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By Published on .

Intel Corp. today starts the first leg of its fall and holiday ad campaign, promoting the use of CD-ROMs with Internet connections to spur purchases of Pentium-powered PCs.

The computer chip marketer is expected to spend about $20 million on TV through year-end, as it did with last year's fourth-quarter effort. But Intel also will spend an estimated $2 million to $3 million in consumer magazines, after skipping print in last year's year-end promotions.


The new ads promote what Intel calls the "connected CD-ROM." The concept marries the speed and richness of CD-ROMs with the immediacy of the Internet.

One of two new 30-second spots shows how Frommer's Interactive Travel Guide CD-ROM can offer a virtual tour of San Francisco and then connect to the World Wide Web for users to book a hotel. The second shows Monopoly Interactive, a CD-ROM game that can be played over the Internet.

Intel's pitch is that those applications work best on a PC with a Pentium chip.

"Connected CD-ROM is a new technology, so it's essential that we have some print to explain this," said Ann Lewnes, director of worldwide advertising. "A combination [of TV and print] seems to be the best strategy."


The consumer campaign is a natural extension of Intel's drive to get the computer industry to develop "hybrid applications" as a way of getting around the slow speed of phone lines to deliver fast, vivid multimedia on the Internet.

Euro RSCG Dahlin Smith White, Salt Lake City, produced the ads, which move into Asia, Europe, Canada and Brazil over the next month.

Intel will break the second part of its two-phase campaign in late October.

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